Threads Targets Social Media Managers With Post-Scheduling Test

Threads is now testing post-scheduling -- a much-requested update, especially by social media managers, who will soon be able to devise a more comprehensive social-media strategy on the growing app.

Those included in the current test can tap the three-dot menu on the composer to schedule a post for later, Meta explains in a post highlighting what the feature will look like in a series of screenshots.

As on other social-media platforms, users can choose the date and time they want the post to publish, then tap Schedule.

“Your scheduled posts will appear in your drafts folder, along with a note indicating what time they’re scheduled to publish,” the company adds. “If needed, you can edit or delete a scheduled post there.”/p>

According to Adam Mosseri, the head of Instagram and Threads, Meta has been developing the post-scheduling option “for months.” Mosseri also states that replies cannot be scheduled.

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“We want to balance giving people more control to plan their Threads posts while still encouraging real-time conversation,” he adds.

Social-media managers have been able to schedule Threads posts through third-party platforms since March, but soon they will have the option to do so natively, making the process more seamless in regard to post formatting and performance analytics.

Once the feature launches officially, post-scheduling will also likely become available in Meta's Business Suite, making it possible to schedule posts for Threads alongside Meta’s other networks like Instagram and Facebook.

While several social networks compete with X in the microblogging space, including Bluesky and Mastodon, Threads is growing the fastest.

On Tuesday, Mosseri said the platform now has 300 million monthly active users and 100 million daily actives, making it the largest federated social platform and the most used microblogging platform behind X, which has just over 600 million monthly actives.

Since Elon Musk took over Twitter in 2022 and renamed it X, the platform has been steadily losing users and advertisers.

According to a recent report by Mashable, X continuously shed daily active users in the lead-up to this year's major political elections -- seeing a drop between 300,000 and 2.6 million U.S. daily actives each day in October alone./p>

As more capabilities roll out on Threads, especially those directed at advertisers and social media managers, the Meta-owned app could overtake X and grow its ad business accordingly.

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